An Analytical Review on Fundamental Narrative Components and Their Reflections in Advertising

Abstract

The aim of this chapter is to describe narrative components such as narration, focalization, narrative situations, narrative time, tenses, moods, proposition, fictional space, chronotopes, characters, and discourse—and their reflection in advertising—to frame an analytical plane on how they can be used in advertising researches. In this context, the fundamental concepts of narratology are defined in separate headings and related concepts are shown. In addition, how those concepts are reflected in ads is shown and the study tries to explain what points the researchers can focus on. In the conclusion of the study, some points about the future of advertising and narrative in the digital age are mentioned.